How Call to Action Advertising Provides Measurability for Display Advertising


With call to action advertising and online marketing investments on the rise, chief marketing officers (CMOs) are under increasing pressure to quantify the Return on Ad Spend (ROAS) from investments in call to action display advertising, email marketing, paid search, social media, and other channels. A framework for accurate measurement is required for CMOs to be able to develop proper budgeting and marketing channel assessments. Do you know what your advertising numbers are?

Measuring ROAS from click-based paid search, using tracking codes, and email marketing is relatively straightforward. It’s easy to track how many users clicked a paid search ad and their subsequent actions on the web site. The direct measurability of paid search is a key reason why it is the most prevalent form of online advertising. Naturally, companies track the click-through on their display ads. These rates tend to be low, and CMOs and other senior marketers have long struggled to justify display ad investment against what might be considered poor results.

But today, it’s recognized that unclicked display ads, and other marketing media tools, play a role in acquisition, persuasion, and conversion. This does not mean it was not a good idea if page views do not convert into ad clicks, or that the decision to run the advertisement campaign was a waste of money-like a highway billboard, it triggered an impression and elevated brand awareness. In the Marketing 101 university course I teach, I discuss how on average the typical person must see 6 – 7 brand impressions or mentions of a product prior to clicking a display or purchasing the product. Recent research has shown that if a company is in the market for a product and service and are contacted via email or view an online ad, they are more likely today to buy at that moment that wait.

One large-scale online marketing study of more than 1 million U.S. Internet users exposed to branded display ads, used as a call-to-action tool, shed some light on how those ads influence user behavior, including acquisition and purchasing. The study, based its research on two audiences-users exposed to more than 80 branded campaigns, and a control group not exposed to those campaigns.

  • Compared to the control group, the users exposed to branded display ads:
  • Spent 10% more money on the advertisers’ web sites
  • Were 38% more likely to search a branded term within a month of exposure
  • Spent 50% more time on advertiser sites
  • Viewed 40% more pages on the advertisers’ sites

Does your current marketing software and analytics package provide you with the needed data to determine how best to target market buyers? Does it show you how long they were on your site, how they got there, papers downloaded, number of pages viewed and for how long, time of what day they were on your site, and provide a cumulative visitor record for them?

If you are serious about learning to bring your lead generation techniques to the next level, you owe it to yourself to learn all you can about not only online advertisement, but also inbound marketing management as a whole.

However, if you are a business owner, you need to have a fully integrated lead generation website development system that will have you ranking for your primary keywords at the click of a button, attract and generate “quality” leads, prompt you on where and how to optimize your content all with an all-inclusive email and social media monitoring system. WordPress unfortunately does not do that, even with the best of plugins.

The thing you should do right now is grab a copy of my new eBook How to Write More Effective Ads to stay on top of all the industry strategies that your competitors are more than likely using.

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